Rugby World Cup France

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An old study from my Dow jones days in which I analysed a guerilla marketing PR campaign at the Rugby World Cup in France

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Rugby World Cup France

  1. 1. Factiva Insight™: Media BenchmarkMedia measurement with perspectiveProject: Rugby World Cup 2007Version: 8.3
  2. 2. 2 Table of Contents . 3. Heineken – unlucky, clumsy, ill advised or a clever marketing ploy 4. Trend Analysis: Official Sponsors 5. Trend Analysis: Partners 6. Trend Analysis: Official Suppliers 7. Volume Analysis: Partners, Sponsors and Official Suppliers 8. Share of Voice Analysis: Partners, Sponsors and Official Suppliers 9. Volume Analysis: Sports Clothing/Footwear 10. Share of Voice Analysis: Sports Clothing/Footwear 11. Volume Analysis: Banking 12. Share of Voice Analysis: Banking 13. Volume Analysis: Sports Clothing/Footwear - Rugby World Cup vs Roland-Garros 14. Volume Analysis: Banking - Rugby World Cup vs Roland-Garros 15. Conclusion 16. Methodology 17. About Factiva Insight Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  3. 3. 3 Heineken – unlucky, clumsy, ill advised or a clever marketing ploy… You decide » Drinks producers in France must respect something called the 1991 Evin Law, which makes it illegal to advertise alcoholic drinks in association with situations of good luck, achievement, daring or sport. A story from the AAP explained that the International Rugby Board (IRB) had “fought long and hard for a government exemption to allow beer to be sold at grounds once France won the bid to host the 2007 Rugby World Cup” (11/09/07). IRB spokesperson Greg Thomas was quoted as saying “Unfortunately we have to abide by French law.” » Only days later a French court case brought by French anti-alcohol addiction association (ANPAA) rules against Heineken (Irish Times: 14/09/07) and forces it to withdraw its redrawn World Cup logo (Just Drinks: 04/09/07) and immediately remove banner advertisements from outside bars in the streets around France, promoting the brand. » The legal screw tightened further after the Judge added that the company also had to withdraw advertising, citing one of “the visuals as six bottles depicting a lineout and a bottle top as a rugby ball. Another showed a full beer glass, with a red star and the word Heineken on it, with a stadium as a backdrop” (Irish Times: 04/09/07 & Strategies: 11/09/07) » With the case to continue in the coming months after the Rugby World Cup is over as Heineken takes its opportunity to appeal the judgement, The Strategies article goes on to cite Heineken senior communication managers as being relaxed about the situation as the tournament was almost over and that “there would be little consequence from the point of view of publicity and our involvement in the tournament” – were they right? Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  4. 4. 4 Trend Analysis: Official Sponsors 14/09 - French court rules against Heineken’s publicity 08/04 – Heineken launches digital interactive adverts 21/05 – Heineken European Cup rugby confirms full English and French teams in tournament for 2008 02/10 - French court now rules against Heineken’s visuals 07/09 - Start of World Cup Argentina surprise win over hosts and favourites France Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  5. 5. 5 Trend Analysis: Partners Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  6. 6. 6 Trend Analysis: Official Suppliers Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  7. 7. 7 Volume Analysis: Partners, Sponsors and Official Suppliers Sept/Oct - SNCF frequently mentioned in context of its official partner role and in terms of transporting fans to matches. Week 42 peak is linked to fear that major strike will prevent access to the final. Official suppliers to the Rugby World Cup Adidas also sponsors of the New Zealand All Blacks – made capital out of association with the favourites to win the World Cup, the Kiwis, before the team crashed out in the Quarter Finals at the hands of France 20/09 – Gilbert investigate claims that balls being used are replicas after players doubts03/09 - Orange using World Cup 14/02 - Emirates were the official airline of Rugby World Cup –to drive uptake and usage of its backing up the tie in with TV and press ads in Australia, NewOrange World WAP portal Zealand and South Africa Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  8. 8. 8 Share of Voice Analysis: Partners, Sponsors and Official Suppliers » Heineken dominates in terms of share of voice with nearly one in four of all articles about Partners, Sponsors and Official Suppliers mentioning the company » SNCF becomes 2nd in share of voice in one week with the heavy coverage on rail strike potentially preventing access to the final, traffic was reported almost back to normal on final day Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  9. 9. 9 Volume Analysis: Sports Clothing/Footwear » Although Adidas is an official supplier of the Rugby World Cup other companies have gained capital from the tournament too. Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  10. 10. 10 Share of Voice Analysis: Sports Clothing/Footwear » Official suppliers to the World Cup – sponsors of World Cup favourites the All Blacks and embroiled in a change of jerseys controversy in the group stage of the competition – with a potential jersey clash against Scotland – Adidas snatched the lion share of voice in the months leading up to the Rugby World Cup Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  11. 11. 11 Volume Analysis: Banking » At the start of September, Société Générale reported lower than expected earnings on the eve of opening the Rugby World Cup – its sponsorship of the tournament was mentioned on many occasions in these reports » So sponsorship of a major event can ‘rub-off’ on the image of a company sometimes in the most unexpected way Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  12. 12. 12 Share of Voice Analysis: Banking » However, in terms of pure volume in the mainstream media, brand linkage with the Rugby World Cup there have undoubtedly been tangible benefits for Société Générale as the chart below suggests Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  13. 13. 13 Volume Analysis: Sports Clothing/Footwear - Rugby World Cup vs Roland-Garros » Puma produced the outfits for the Samoan rugby squad » The company ran a competition for young designers to create the Samoan squads jerseys » Puma also had former World Cup Winner Jason Robinson of England as a star and England has made it all the way to the tournament final Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  14. 14. 14 Volume Analysis: Banking - Rugby World Cup vs Roland-Garros » BNP Paribas has sponsored Roland- Garros since 1973 hence the high name check recognition with the tournament (82%) » Société Génerale is a Worldwide Partner of the 2007 Rugby World Cup (84%) Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  15. 15. 15 Conclusion . » Heineken’s sponsorship of the Rugby World Cup has brought them 1-in-4 levels of press mentions » Adidas has gained from ties to the World Cup and from association with the New Zealand All Blacks » Orange has gained as customers sort more content from its WAP portal and now it must keep them » Gilbert’s balls were talked about by the World’s most famous Rugby place kickers – enhancing brand recognition » Emirates was seen as the ‘airline of the Rugby World Cup’ – also gaining in brand cache from the link » Puma ran a clever campaign – as a non-official sponsor – and got the hyped it sought through its association with the Samoan Rugby World Cup squad and through its ties to England full back Jason Robinson » SNCF would have preferred to have been mentioned in a more positive context, but, alas, the transport strike on the eve of the world cup final put paid to that hope. “Most gained something from this tournament, some more than others,” said Factiva Insight’s Dr Matthias Hoffmann. “Now that the tournament is offer it is time to evaluate the return on investment that the Rugby World Cup brings – and that is the role of Factiva Insight.” Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  16. 16. 16 Methodology Overview A database search methodology was utilized for this project. Media coverage was based on Factiva, which covers over 10,000 publications and media outlets worldwide. This study analyzed coverage from the Factiva global media set unless otherwise specified. Media Set Press releases were excluded from this analysis by the exclusion of all “paid-for” wire services, except where stated otherwise. Datamonitor Profiles, News and Comment and Premium Research Reports were also excluded to ensure a high relevancy of the underlying data set. Routine General News and Republished News were also excluded. Search construction Term search strings used for investigating products, terms, market issues and individuals were constructed using Factiva’s predetermined codes unless otherwise noted. Refer to the notes section of each statistical graph for an explanation of search parameters. Report period The time period for the searches in this Benchmark was January 1st – October 21st, 2007. Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.
  17. 17. 17 About Factiva Insight Factiva Insight: Benchmark Factiva Insight: Benchmarks provide a high-level view of a client’s competitive media landscape. While each Benchmark is custom-designed for a particular client, product or market space, most have several metrics in common. Benchmarks measure the amount of coverage driven by a set of competitive companies and demonstrate which companies lead in media Share of Voice. Benchmarks often measure how company and product coverage change over time and can include analysis of key issues and messaging. Through Factiva Insight: Benchmark reports we can help you determine which competitors “own” or are most closely associated with key issues, market positions or technologies. Top publications covering a space are easily identified in a Benchmark report and a review of and key reporters or market analyst can be included in Benchmark advanced offerings . If you need it we can measure it, if not with a Benchmark than with one of our other custom analysis. Factiva Insight Factiva Insight helps you visualize media coverage in the context of issues driving your marketplace and enables you to correlate that information to business outcomes. With more meaningful analysis about the ways your organization is perceived, you can develop strategies that help you to nurture your reputation and shape communication strategies to drive sales growth, increase earnings and achieve business objectives. Factiva Insight leverages one of the world’s most comprehensive global collections of traditional and social media, including content in 22 different languages. Your media focus and metrics are unique to your organization. Factiva Insight’s Media Lab experts work with you to create your custom- configured solution to deliver high quality, accurate results. Factiva Insight Media Lab Executive Report Services Experts from the Factiva Insight Media Lab develop custom-configured research strategies to produce superior media analysis and package the results in easy-to-understand reports such as this. Media Analysts with expertise in reputation, media and communications work with you on projects to help measure programs, devise research solutions and benchmark media results. With years of experience in measuring editorial coverage of companies, products, technologies and brand attributes, you can rely on our expertise to produce customized solutions to measure what you need, when you need it. More information: http://factiva.com/factivainsight Project Name: Rugby World Cup 2007© 2007 Factiva, Inc. All rights reserved.

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